From Local to Global: A Playbook for First-Time Founders Going International

For many first-time founders, the dream of going global is as thrilling as it is intimidating. But internationalisation isn't just about launching in a new city or adding a pin to your startup map. It's a full-scale strategic move—one that needs intention, planning, and a grounded sense of reality.

If you’re considering expanding your startup beyond your home market for the first time, this playbook will help you get started the right way. Based on years of experience building companies across 16 countries, and supported by academic research, here are the principles every founder needs to know.

1. Know Why You're Going Global

Let’s start with the biggest mistake we see: expanding for the sake of ego. Internationalisation isn’t a badge of honour—it’s a business decision. Before you book a flight or set up a legal entity abroad, ask yourself:

• Are you entering a new market for revenue growth?

• Do you need to attract talent or retain employees?

• Are you trying to create cost efficiencies?

• Is this about market leadership or positioning?

Each of these goals is valid—but only if clearly defined. Your international strategy must be written down, agreed with co-founders or your board, and tied to measurable outcomes. Without this clarity, the path ahead will be confusing and costly.

2. Mindset, Network, MVP (Again)

If you’ve already achieved product-market fit at home, it’s tempting to think you can just replicate your success. You can’t. According to research and founder experience, there are three key things to focus on when going global:

• Mindset
  Do you or someone on your team have real-life exposure to the country you’re targeting? Studied there? Lived or worked there? Without that personal connection, it’s going to be a much bumpier ride. Culture, nuance, even small talk—these things matter more than you think.

• Network
  A trusted network on the ground is more valuable than any playbook. You'll need local legal, accounting and visa advisors—and likely not the first ones you find. In most cases, it's the second or third advisor that finally gets you what you need.

• Rebuild Your MVP
  What worked at home won’t always work abroad. Different users, different expectations. Going global means starting over—testing assumptions, talking to local users, and building a new, localised version of your offering.

3. Use Immersion to Shortcut the Process

At Canopy, we’ve designed a 3–5 day Immersion Tour to help founders land quickly and smartly in new markets. Think of it as fieldwork with structure: you meet trusted service providers, investors, and customers—all within a few days.

For most founders, this kind of access would take 6 to 12 months to achieve alone.

Even if you don’t take the tour, our global Canopy Membership gives you access to a vibrant founder community across Lisbon, London, Boston and Singapore—each with its own ecosystem and experts.

4. Next Steps for First-Time Founders

If you’re serious about internationalising your startup, here’s what to do next:

• Write down your internationalisation goals
  Be specific. Be honest. Get your board or co-founders aligned.

• Audit your team’s experience
  Who knows the country? Who understands the culture? If no one does—find someone who does.

• Plan to MVP again
  Interview local users. Adapt your proposition. Rethink your go-to-market.

• Set a budget—and stick to it
  Include a 25% contingency. Set a time limit. Hold yourself accountable.

• Book a mentoring session
  Use our InResidence team to get feedback on your plan and plug skill gaps.

• Join the next Immersion Tour
  Whether it's Singapore or Boston, get on the ground and see it for yourself.

One Final Word

Going international is like starting a second company. It’s not a side hustle. It’s a new phase that needs focus, resources, and emotional resilience.

But it can also be one of the most rewarding parts of your journey as a founder. You’ll grow not just your business, but your worldview. You’ll build new partnerships, new habits, and maybe even a new life in a new country.

If you're ready to take that leap, Canopy is here to help.

Learn more about how the immersion programs work to help you speed up your journey https://www.theglobalexec.com/open-enrollment-immersions

https://www.youtube.com/channel/UC-0stdtvmnIsGIvGsEErZjw more insights from the team at the Global Exec

Watch the original webinar on From Local to Global https://streamyard.com/k5zskjwy34f7